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Muhammad Ebuziyya Alif Ramadhan
Faculty of Economics and Business, Universitas Muhammadiyah Pontianak, Pontianak, 78124
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Veterinary Other

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The Influence of Brand Ambassador, Live Streaming, and Price Perception on Consumers’ Repurchase Intention for Scarlett Whitening Products on the Shopee Marketplace in Pontianak City Diva Audia Tania; Muhammad Ebuziyya Alif Ramadhan; Gun Mayudi
Electronic Journal of Education, Social Economics and Technology Vol 7, No 1 (2026)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v7i1.1272

Abstract

This study aims to analyze the influence of brand ambassador, live streaming, and price perception on consumers’ repurchase intention for Scarlett Whitening products on the Shopee marketplace in Pontianak City. The approach used is quantitative with an associative research design. Primary data were collected through the distribution of questionnaires to 100 respondents who met the purposive sampling criteria, along with brief interviews as supporting data. Secondary data were obtained from e-commerce trend reports, beauty market data, Scarlett product popularity, and information regarding brand ambassador activities and Shopee Live. The research instrument was proven valid, with all items having an r-count value above 0.196, and reliable with Cronbach’s Alpha values ranging from 0.815 to 0.855. The results of the regression analysis indicate that brand ambassador, live streaming, and price perception have a positive and significant influence on repurchase intention. Simultaneously, the three variables show a significant influence (F = 33.470; p = 0.000) with a contribution of 51.1 percent to the variation in repurchase intention (R² = 0.511). These findings strengthen the evidence that the presence of a global brand ambassador, the intensity of live streaming, and a positive price perception play important roles in shaping consumers’ repeat purchase decisions. This study provides strategic implications for local beauty brands to optimize digital marketing communication in a more integrated and sustainable manner.
The Effect of Ease of Use and Online Consumer Reviews on Repurchase Intention for Specs Futsal Shoes with Customer Engagement as an Intervening Variable: A Study of Shopee Users in Pontianak Muhammad Dzaki Rasendriyo; Muhammad Ebuziyya Alif Ramadhan
Electronic Journal of Education, Social Economics and Technology Vol 7, No 1 (2026)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v7i1.1319

Abstract

This study aims to analyze the effect of Ease of Use and Online Customer Review on Repurchase Intention, with Customer Engagement as an intervening variable among consumers of Specs futsal shoes on Shopee in Pontianak City. This study uses a quantitative approach with an associative design involving 100 respondents selected using purposive sampling. Data analysis was conducted using Structural Equation Modeling (SEM) with SmartPLS 3. The results show that Ease of Use has a positive and significant effect on Customer Engagement but does not have a significant effect on Repurchase Intention. Online Customer Review has a positive and significant effect on Repurchase Intention but does not have a significant effect on Customer Engagement. Customer Engagement has a positive and significant effect on Repurchase Intention, but it does not mediate the effects of Ease of Use or Online Customer Review. These findings indicate that repurchase intention for futsal shoes in marketplaces is more strongly influenced by the quality of customer reviews and the level of customer engagement than by perceived platform ease of use alone. This study is expected to provide empirical contributions to the development of digital consumer behavior research, particularly for performance-based sports products.
The Influence of Product Quality, Promotional Mix, and Location on Consumer Satisfaction at Medan Kerang Hore Crab Riovani Leandra Ibaneza; Muhammad Ebuziyya Alif Ramadhan; Eru Ahmadia
Electronic Journal of Education, Social Economics and Technology Vol 7, No 1 (2026)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v7i1.1302

Abstract

This study aims to analyze the influence of product quality, promotional mix, and location on customer satisfaction at Medan Kerang Hore Crab in Pontianak City. The study employs a quantitative approach with an associative research design. The research sample consists of 100 respondents selected using a purposive sampling technique based on predetermined criteria. Data were collected through structured questionnaires and analyzed using multiple linear regression analysis with the assistance of SPSS version 22. The stages of analysis included validity testing, reliability testing, normality testing, linearity testing, and multicollinearity testing. Hypothesis testing was conducted through simultaneous testing (F-test) and partial testing (t-test). The results indicate that simultaneously, product quality, promotional mix, and location have a positive and significant effect on customer satisfaction. Partially, product quality, promotional mix, and location are also proven to have a positive and significant effect on customer satisfaction. These findings indicate that improving product quality, enhancing promotional effectiveness, and selecting a strategic location are important factors in increasing customer satisfaction in the culinary business.
Co-Authors Diva Audia Tania Eru Ahmadia Gun Mayudi Muhammad Dzaki Rasendriyo Riovani Leandra Ibaneza